1. Create advocates

Once a week, lots of people in our office get an email from Brian Linder, a real estate broker whose newsletters feature drool-worthy houses in Austin and LA. They’re fun to look at and dream about, but none of us are actively looking to buy a house. For Brian, it’s not about selling you that drool-worthy house in the newsletter — it’s being the first broker that comes to mind when someone asks.

The lesson: Brian gets his recommendations from people who aren’t even in the market. It’s not just your customers who benefit from these strategies, sometimes talkers need the simmer sale too.

2. Stay on their minds

Photo thanks to Eastern Leaf.

Lots of businesses give their customers gifts — and lots of gifts end up in the trash. Something that’s harder to throw away: A living plant. When Bazaarvoice (disclosure: I’m a Bazaarvoice advisor) sent their customers a bonsai tree, they planned on it living on their customers’ desks for years. That’s a gift that reminds them of Bazaarvoice for a long time.

The lesson: How can you give your customers a consistent, meaningful reminder of your business?

3. Get them in the door

When was the last time you went into a jewelry store just to hang out? Probably never. But if you live near Colonial Jewelers in Frederick, Maryland, you probably have. They hold scavenger hunts, contests, and charity events to build excitement for their store and to encourage people to visit. They’re finding excuses for their community to get to know them, so when it comes time to make a purchase, Colonial Jewelers is the first place they think of.

The lesson: What fun stuff can you do to get your customers in your store even when they’re not buying anything?

I taught word of mouth marketing at Northwestern University and internet entrepreneurship at the Wharton School of Business. I’m a serial entrepreneur who founded and advises startups and nonprofits. And I’m a rabid purist on the topic of marketing ethics.

About This Blog

"Damn, I Wish I'd Thought of That!" is full of unusually useful ideas borrowed from the smartest marketers. Good marketing is more about brains than bucks. The best business ideas are easy to do, inexpensive, simple, and fun. Learn to simplify your business, earn word of mouth, and thrill your customers.